NorthStar Executive Radar

Articles that start from Brazilian research: data on our market that drives decisions. In this category: what is changing in Brazil in AI, consumption and operations — always with sources, so you act before the competition.

Who writes: Katia Nuno · Bruno Rosa · Lázaro Camões

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Brazilian consumer choosing between AI and human customer service

Understand · 4 MIN74% accept AI in customer service. 79% want to be able to choose a humanA Globo survey of a thousand Brazilians: 74% accept AI in customer service, but 79% want to choose to talk to a person. What that changes in the design.

Compare · 4 MIN9.3 for the human, 7.0 for AI: how to close that gap in customer service Compare · 4 MINWhatsApp is the favorite channel of 48% of Brazilians. The omnichannel journey with AI that doesn't lose the customer

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Portrait of the Brazilian B2B CMO: mostly in companies of up to 50 people

Understand · 4 MINThe B2B CMO became the majority (59.6%). And 57% of them are in companies of up to 50 peopleThe Brazilian CMO X-Ray mapped 17,633 leaders: 59.6% are B2B and 57% work in companies of up to 50 people. The portrait of who decides with a short team.Katia Nuno · OCT/2026

A CMO using AI for marketing data analysis and business decisions

Understand · 4 MIN82% of marketing already consider AI indispensable. What changes in the CMO's roleIAB Brasil and Nielsen study: 82% of professionals see AI as indispensable, and the #1 use is data analysis (90%). What that changes in the CMO's role.Katia Nuno · OCT/2026

Understand · 3 MIN59% prefer the brand that uses AI. 74% want to know when it doesGlobo survey: 59% of Brazilians prefer the brand that uses AI, but 74% want notice in ads and 95% defend labeling AI-generated content.Katia Nuno · OCT/2026

Hire · 3 MINAI service that lets the customer choose: how we implement itHow NorthStar designs service with AI agents and humans where the customer chooses the path, without losing efficiency. Stages and deliverables.Lázaro Camões · OCT/2026

Compare · 3 MINB2B content with AI without losing authenticity: what Globo and IAB show73% of marketers already use AI to create content. How to keep your own voice, verified data and human review in B2B content.Katia Nuno · OCT/2026

Compare · 3 MINAI for marketing data analysis: the #1 use (90%) and how to do it right90% of marketers use AI to analyze data, according to IAB Brasil and Nielsen. How to make that use generate a decision, not just a report.Katia Nuno · OCT/2026

Compare · 3 MINGrowth, performance and product marketing are less than 5% of leadership roles: how to have these functions without hiring a whole teamGrowth, performance and product marketing add up to less than 5% of marketing leadership in Brazil. How to cover all three functions without building a whole team.Katia Nuno · OCT/2026

Hire · 2 MINMarketing intelligence for small teams: data, growth and performance without a data team57% of B2B CMOs work in companies of up to 50 people. How NorthStar builds marketing intelligence for small teams, without building a data team.Katia Nuno · OCT/2026

Highlights

74%of Brazilians accept AI in service, but 79% want the option to choose a human.Globo Gente, 2026

95%believe AI-made content should be labeled; 67% feel the internet is less human.Globo Gente, 2026

MARKETING · SALES · FINANCE · LOGISTICS

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